Consumers have been sharing scrolls, books, vinyl records etc since they became available (thanks to Ben Franklin et al). Now that an easy and CHEEEEP method of copying "material" is available, it will be impossible to keep people from doing so.
If a message is "broadcast" and I capture it, its mine. I agree I may not be able to DO with it what I want. The costs of controlling the message; music, text, video, will be prohibitive.